FOREWORD Poorly-targeted and irrelevant marketingmaterials are driving consumers awayfrom their favourite brands. In researchconducted with more than 2,000 UKconsumers, we’ve found that only 6%of them believe the product and serviceoffers they receive are clearly relevant tothem. That’s despite over 60% demandingthe offers sent from their favoured brandsbe tailored to them and their interests. These poor attempts at personalisationare having an adverse impact oncustomer experience.An alarming 2 in 5 consumers(41%) swear they won’t purchasefrom a brand again if theyreceive irrelevant marketingmaterials, causing irreparable,long-term damage to thousands of brand-customer relationships. While the research indicates a failureof brands to deliver on that promise ofmarketing, which says, “we will send theright information to the right person atthe right time,” it also demonstrates themarket opportunity for businesses thatput personalisation at the heart of theirstrategy and ensure tailored content isconsistently provided to consumers.What’s essential in cultivating strongcustomer loyalty is building trust and anunderstanding of what matters to theindividual. Technology can help bridge thegap between what marketers are able todo and the level at which they need theircustomer engagement to be. Gartner debuted the frst personalisationengine Magic Quadrant this year whichhighlighted a 35% increase in personalisationengine revenue between 2017/18, areflection of the substantial growth beingchalked up to this part of the marketingtechnology ecosystem. It’s essential thenthat organisations prepare themselves for thefuture of marketing, now. But no one says it’s easy to transform thecustomer experience overnight, particularlyat scale and across multiple channels. Itrequires a commitment to creating onesource of qualitative and accurate customerdata across the business. In this sense GDPRis a welcome development as both an enablerof AI and a building block of trust. There are also questions of upskillingmarketers and engagement with the seniorleadership team to ensure that everyone isworking towards the same end goal. Onlythen will brands see real progress. This report looks at the customerexperience that businesses arecurrently delivering and the gap thatexists between reality and consumerexpectations. We’ll also outlinehow brands can take advantage oftechnology to transform how theyengage with customers, as they striveto succeed in a competitive space.Grant Coleman Grant Coleman,VP and Market Lead,UK, Nordics and Benelux at EmarsysRELEVANT COMMUNICATIONS Consumers are demanding relevantcommunications from their favouritebrands. Our research revealed that61% of consumers want offers orrecommendations from brands theyregularly use to be tailored to themand their interests. The equation issimple: personally relevant, value-added,individualised interactions lead to bettercustomer experiences and retention.Yet, brands’ current marketing strategiesto deliver this are missing the mark. Only6% of consumers believe the product andservice offers they receive are specifcallyrelevant to them. That makes depressingreading for marketers around the worldtrying desperately to build that one-on-oneconnection with an ever-more demandingcustomer base.If consumers received irrelevant marketing materials from a brand:84%would ignore anddelete them 61%would think twice aboutpurchasing from them in future 66%would ignore all future marketing communicationsfrom the brand 40%would not purchasefrom that brand again。。。。。。